SHE came, she saw, she conquered the hearts of many Filipinos with her effortless elegance, sparkling wit and charming candor. The recent visit to Manila of Hollywood A-lister and fashion icon Sarah Jessica Parker, also known to fans and admirers simply as SJP, kept the Metro abuzz for weeks, resulting in a launch of the landscape’s newest luxe shopping destination and a marketing campaign so unforgettable and impactful, it will be remembered for years to come.

Given the relative secrecy preceding her arrival in time for the SM Aura Premier opening, top management and a small team within the SM Retail group worked quickly and quietly to make arrangements for the advertising, event and publicity requirements for the mall opening and the long-term The SM Store campaign. Working without much fanfare, they were rather amused—and, of course, appalled— at how others brazenly hitched onto the SJP bandwagon and made outrageous claims, much of it in social media.

During her brief stay in Manila, SJP spent a full day working on The SM Store’s “Love to Shop” campaign, which broke out recently in print and broadcast. Befitting her status as fashion icon, SJP’s look for the campaign was pulled together by a glam team she brought along with her.

Here are some behind-the-scene highlights on how photographer Daniela Federici, stylist Tracy Cox, hairstylist Andy Lecompte and makeup artist Leslie Lopez worked together to come up with SJP’s “Love to Shop” look for The SM Store.
Continue reading Behind the scenes with Sarah Jessica Parker and the SM campaign